Who are you? What do you stand for? Can your customers summarize it? That’s your brand. Your brand essence.
The issue of “surprise billing” may not seem central to your marketing responsibilities, but it could be seriously damaging your brand.
Brands with content marketing plans have newsjacked before. But perhaps not as quickly and as well as Aer Lingus did.
If brand trust weren’t low enough, recent news events are likely to make things worse — much worse.
It took a court settlement before Big Tobacco released its internal marketing methods for advertising sugary drinks to kids.
In our increasingly on-the-go, mobile world, consumers want convenience and they’ll give their loyalty to brands that provide it.
There are 3 types of brand storytelling: functional, emotional, and moral. Your brand should figure out what kinds of stories best fit.
While marketers often send explicit messages, they can also appeal to a customer’s sense of ingroup and outgroup in more subtle ways.
The C-suite invariably sits up and takes notice when persistent negative coverage or online smear campaigns target your company.